When More May Be Less: The Effects of Regulatory Focus on Responses to Different Comparative Frames
Abstract
We examined the consequences of regulatory focus on exposure to two types of comparative advertising frames—a maximal claim (“brand A is superior to brand B”) and a minimal claim (“brand A is equivalent or similar to brand B”)—in three experiments. In experiment 1, we manipulated these frames, basing the sponsor brand's claim on comparison with an existing brand. In experiment 2, we operationalized the frames using a comparison featuring a...
Paper Details
Title
When More May Be Less: The Effects of Regulatory Focus on Responses to Different Comparative Frames
Published Date
Jun 1, 2006
Journal
Volume
33
Issue
1
Pages
91 - 98
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